Digital Personalization

Post-digital era to provide new opportunities in personalized experiences

Digital implementation today is considered to provide significant business advancement. However, in the next few years, digital adoption is no longer a differentiator that adds value to the companies. These companies can face a new challenge called the Post-Digital era.

According to Accenture Technology Vision 2019 report entitled “The Post-Digital Era Already in Front of You – Are You Ready for Next?”, business is now at a turning point. Digital technology enables companies to understand what customers want with new granularity; give them more channels to reach out to these consumers, and allows them to open ecosystems with new potential partners. However, digital adoption is no longer a distinguishing advantage, but only as a driving force.

This report presents five technology trends that will re-defined business needs for over the next three years. These five latest technology trends must be adopted by the companies so that they can move at the speed of now to determine their business strategy in the Post-Digital era.

“Nowadays, the enterprises are making significant progress in their digital journey, while new technologies are rapidly developing people’s expectations and behavior. Success in this post-digital era is based on the organization’s ability to provide a customized approach for customers, employees and business partners. In Indonesia, organization equally prioritize customization and on-demand approach to delivering its products and services,” said Leonard Nugroho, Managing Director, Technology Consulting Lead, Accenture.

In fact, nearly four in five (79%) of the more than 6,600 business and IT executives worldwide — also 80% from 60 respondents in Indonesia, believe that digital technologies — specifically social, mobile, analytics and cloud — have moved beyond adoption silos to become part of the core technology foundation for their organization.

“A post-digital world doesn’t mean that digital is over,” said Indra Permana, Managing Director, Technology, Accenture in Indonesia. “On the contrary — we’re posing a new question: As all organizations develop their digital competency, what will set YOU apart?  In this era, simply doing digital isn’t enough. Our Technology Vision highlights the ways in which organizations must use powerful new technologies to innovate in their business models and personalize experiences for their customers. Following that trend, surprisingly 65% of Indonesian executive are currently experimenting with one or more DARQ technologies.”

The Technology Vision identifies five emerging technology trends that companies must address if they are to succeed in today’s rapidly evolving landscape:

DARQ Power: Understanding the DNA of DARQ

The technologies of distributed ledgers, artificial intelligence, extended reality and quantum computing (DARQ) are catalysts for change, offering extraordinary new capabilities and enabling businesses to reimagine entire industries. 89% executive globally are already experimenting with one or more DARQ technologies. But, in Indonesia, it is at 43%. When asked to rank which of these will have the greatest impact on their organization over the next three years, 41% of executives ranked AI number one — more than twice the number of any other DARQ technology.

Get to Know Me: Unlock unique consumers and unique opportunities

Technology-driven interactions are creating an expanding technology identity for every consumer. This living foundation of knowledge will be key to understanding the next generation of consumers and for delivering rich, individualized, experience-based relationships. More than four in five executives (83%) said that digital demographics give their organizations a new way to identify market opportunities for unmet customer needs. In Indonesia reached 97%.

Human+ Worker: Change your workplace or hinder your workforce

As workforces become “human+” — with each individual worker empowered by their skillsets and knowledge plus a new, growing set of capabilities made possible through technology — companies must support a new way of working in the post-digital age. More than two-thirds (71%) of executives globally and 50% in Indonesia believe that their employees are more digitally mature than their organization, resulting in a workforce “waiting” for the organization to catch up. 30% in Indonesia still unsure

Secure Us to Secure Me: Enterprises are not victims, they’re vectors

While ecosystem-driven business depends on interconnectedness, those connections increase companies’ exposures to risks. Leading businesses recognize that security must play a key role in their efforts as they collaborate with entire ecosystems to deliver best-in-class products, services, and experiences. Only 29% of executives said they know their ecosystem partners are working diligently to be compliant and resilient with regard to security. In Indonesia, it is only 7% but the level of trust is 82%.

MyMarkets: Meet consumers at the speed of now

Technology is creating a world of intensely customized and on-demand experiences, and companies must reinvent their organizations to find and capture those opportunities. That means viewing each opportunity as if it’s an individual market — a momentary market. Six in seven executives (85%) said that the integration of customization and real-time delivery is the next big wave of competitive advantage. It is more or less the same as Indonesia.

According to the report, innovation for organizations in the post-digital era involves figuring out how to shape the world around people and pick the right time to offer their products and services. They’re taking their first steps in a world that tailors itself to fit every moment — where products, services, and even people’s surroundings are customized and where businesses cater to the individual in every aspect of their lives and jobs, shaping their realities.

One company taking individualization and customization to a new level is Zozotown, Japan’s biggest e-commerce company. Its skintight spandex Zozosuits pair with the Zozotown app to take customers’ exact measurements; custom-tailored pieces from the company’s in-house clothing line arrive in as few as 10 days. And it’s not just in the fashion industry where technology is enabling customization previously not possible. U.S. retailer Sam’s Club developed an app that uses machine learning and data about customers’ past purchases to auto-fill their shopping lists; the company plans to add a navigation feature to show optimized routes through the store to each item on that list.

The report notes that companies still completing their digital transformations are looking for a specific edge, whether it’s innovative service, higher efficiency or more personalization. But post-digital companies are out to surpass the competition by combining these forces to change the way the market itself works — from one market to many custom markets — on-demand and at the moment, just as Chinese e-retail platform is doing with its “Toplife” platform. The service helps third parties sell through JD by setting up customized stores, providing access to its supply chain with cutting-edge robotics and drone delivery. In partnership with Walmart, a physical store in Shenzhen will offer more than 8,000 products available in person or delivered from the store in under 30 minutes. By offering unprecedented customization and speed, JD is empowering other companies while creating a new market for itself.

For almost two decades, Accenture has taken a systematic look across the enterprise landscape to identify emerging technology trends that hold the greatest potential to disrupt businesses and industries. For more information on this year’s report, visit or follow the conversation on Twitter with #TechVision2019.

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